Fresh Opportunities: How Summer Trends Are Shaping Produce Marketing

Summer changes the way consumers eat, from what they consume to how much, and that creates a major opportunity for fresh produce brands. As shoppers look for lighter meals, quick solutions, and more flavorful experiences more often, produce is perfectly positioned to meet that very need!

This season, consumers are gravitating more toward foods that feel fresh, hydrating, and functional. We’re continuing to see more gut-friendly, fiber forward shifts to create balanced nutritional profiles rather than just solely focusing on protein (a thing of 2025…). For marketers, the opportunity is to move beyond generic “healthy eating” messaging and connect produce to everyday functionality. So rather than just explaining that something is fresh and healthy, explaining WHY it is can be the difference in a purchase.  

Convenience and value without compromising on flavor and quality remains top of mind for consumers as well. According to Simplot, “seasonality is more important than ever on menus,” which is music to our fresh produce ears! With this knowledge, we can put forth more messaging and content around the importance of produce being grown, picked and packed at just the right time for optimum flavor. Furthermore, this could create a sense of urgency or limited quantity in that some foods are only available during summer months!

In addition to convenience, consumers are craving bold, experience-driven flavors that add a real kick to any snack. The term “swicy” to reference sweet AND spicy flavors is taking over the internet, and this is not just for CPG brands. From watermelon chili-lime and mango habanero to pineapple tajin and even spicy strawberries, consumers are looking for ways to increase more than the summer’s heat through uniquely spicy flavors. This offers our industry an opportunity to pair some of our produce with fun and intriguing spices to truly elevate the eating experience! 

One final thought – aim to connect produce to the way consumers want to live during the warmer season. Fresh produce isn’t just healthy; it’s also refreshing, can be convenient, is seasonal, and downright delicious. Don’t be afraid to tap into that as well and remind shoppers just how important produce is during the summer.